Monday, February 28, 2011

COOL Karel, PARANIKAS Petros, COOL Thomas
iPad vs. Kindle: eBooks in the U.S. in 2010
© 2011 INSEAD Case Study

This case chronicles the development of the market for electronic books – the success of Amazon’s Kindle reading device, and Apple’s April 2010 launch of the iPad for e-book reading and also for watching videos, surfing the web, etc. The broader context is the book publishing industry and how e-books and e-readers affect its dynamics. The case focuses on the strategies of Amazon, Apple, and the book publishers.

Pedagogical Objectives: The case allows a discussion of several issues: 1) How disruptive technologies can impact an industry; 2) How technology changes the vertical integration advantages and disadvantages in the supply chain, forcing all supply chain actors to rethink their strategy, and 3) The competition between a uni-dimensional technology (Kindle) and a technology bundle (iPad).